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New Client Wants Multiple Sites
Posted 08 December 2008 - 04:47 PM
I'm preparing a proposal for a potential new client. He has created a martial arts DVD product and has built a small site to promote it. Since he's not a pro he has made a lot of classic errors - no alt tags, homepage is called Homepage, lot of photos, little text, etc. Those things can all be addressed. The big question is whether to expand the site content or create separate sites that share links, which he wants.
He wants this existing site to push his DVD. But he also has a gym where he teaches, which he doesn't address on the existing site. He wants to do reviews of other DVD's. He wants to do a site about HIM as he has quite an interesting history that goes off in several directions. On one hand, my initial instinct was that all these things could be incorporated into his current site, enlarging it dramatically. But he's afraid that they'll be a distraction from his prime goal of selling DVD's.
I guess I'm posting here for validation of the following:
That creating 4-5 additional sites for the sake of 4-5 incoming links is not worth it.
That all of his additional stuff could be incorporated into his current site in order to support and create credibility for his DVD's versus being a distraction from them.
What do you all think?
Posted 08 December 2008 - 05:23 PM
If I were going to purchase a martial arts dvd I'd want to know a bit of background on the person selling it. I'd want to know that he currently teaches classes on the subject, and where just in case I'm in the local area and could sign up for classes too. I might want to know how his dvd stacks up against other dvds on the subject, so reviewing some of them with opinions is a perfect fit. And I'd want to know a bit about his history. What accomplishments he's had, where he learned, how long he's been practicing martial arts, how long he's been teaching it, etc. If there are interesting, juicy tidbits in his history, those are just a bonus.
Yup, I think I'd have to vote for a single site approach. One that is robust, but makes it a point to mention that there's a dvd for sale somewhere on each and every page. I'd turn 'em all into landing pages for his dvd. Done right it should be better both for the search engines and for real visitors.
Posted 08 December 2008 - 07:07 PM
"Yup, I think I'd have to vote for a single site approach. One that is robust, but makes it a point to mention that there's a dvd for sale somewhere on each and every page. I'd turn 'em all into landing pages for his dvd. Done right it should be better both for the search engines and for real visitors."
I realized, after posting this, that I was actually struggling with a slightly different question. The potential client's target market is different than the folks that have actually purchased his DVD to date. He wants very high-level, professional fighters to buy it - (he doesn't teach a specific martial art, he teaches a technique for self-protection that any martial artist could use) - but his sales have come from enthusiasts and lower-level fighters. All the things you mention, and that I had considered, apply to these lower level folks. As he told me, the high-level people don't read the publication he's advertised in - they get written about in it. Reaching those folks is something I don't know how to do -- I think that gets into professional PR territory that is beyond my capability. (I guess I'm thinking, rightly or wrongly, that they probably aren't shopping online for fight instruction of any kind. I wonder how I could find that out?)
So I guess I need to hash out with him what his real goal is - to sell his DVD to people who are actually showing an interest in it, or to position himself and/or his product to be appealing to an elite market. The first I think I can help him with, the second, I can't.
Posted 08 December 2008 - 08:21 PM
That's definitely true. You do need to geta handle on who his intended audience is. Or intended Audiences perhaps.
My guess, without knowing the market at all since I haven't even been involved in martial arts since I was a teenager let alone market it online, is that there are probably only going to be 20 or so places where the Elite fighters hang out online. If that. So pushing the dvd to the Elite market may not involve Internet Marketing at all, other than making it available to purchase online. It may end up being more of an offline advertising product.
Not that I would push away the non-Elite folks from purchasing the dvd. One can make a name this way as well.
Posted 08 December 2008 - 08:43 PM
Yeah, I guess what I'm struggling with is, will things that could increase his appeal to the lower tiers somehow decrease his appeal to upper tiers? Which, I think, would force a choice on him/me. OR should I recommend additions to his site, etc. that cover the things we originally talked about, promoting the DVD on every page, etc. and focus on increasing sales to that lower tier since they've already shown an interest? And/or is there some way to have it both ways?
Appreciate your thoughts, Randy.
Posted 09 December 2008 - 07:35 AM
I most definitely wouldn't ignore the lower tier market. Not at all. As a general rule, it's probably going to be a considerably larger market. After all it does take something special to become really good at anything.
Not to mention that you have something of a natural USP/UVP for this lower tier market assuming the dvd can be understood and useful to this lower tier market. Sort of a It's made for elite martial arts fighters, and is also extremely helpful to those wanting to better themselves to become an elite. That's a rough idea, but I'm sure you could work it into a pretty powerful Unique Selling Proposition.
Posted 09 December 2008 - 09:34 AM
If that's the reason (incoming links) then no, it's not worth it.
If there are business reasons for it, which it sounds like there might be, then go for it. Forget about the search engines and create whatever site or sites make the most sense to your target audiences.
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